This document discusses how marketers exploit cognitive biases to influence consumer behavior. It outlines three key biases: cognitive ease, where people are more likely to judge familiar statements as true; anchoring, where initial numbers influence related estimates even when unrelated; and distinction bias, where people overvalue differences between explicitly presented options. The document provides marketing examples of how to leverage each bias, such as pricing strategies, ad frequency, and limited options. It also describes how an online hosting company increased revenue over 100% by restructuring their pricing page to better exploit these cognitive biases.